Would you believe that news consumers in
the U.S. spend 92 percent of their time getting their
news from legacy platforms such as television, radio,
newspapers and magazines? Thatís the conclusion reached
by a new report from
McKinsey and Company, according to
a
blog post at
Poynter.org.

While digital devices get
about half of our total media time today, we spend more
time poring over print news articles, while we get our
short snippets from digital sources. The next time you
are in your local coffee shop, look around. You might
notice that the people on tablets, netbooks and
smartphones are in constant motion, clicking and typing.
People who are reading the newspaper or a magazine seem
to be more sedate, taking their time to savor the
content.

This is good news for the traditional media
formats that have all but been declared dead. Itís also
important for marketing executives to understand. While
a digital reader might see the headline and glance
through a story on your company, someone who takes the
time to read the whole story and give it some thought
and context might be a more engaged consumer.

Developing
a media strategy that engages your audience through
multiple channels, including traditional and digital
media, can both expand your reach and increase your
probability of success.